Overview

Amazon has published an official Seller Central training module that lays out a structured advertising playbook for newly launched ASINs. The course walks sellers through the full Sponsored Products lifecycle — from automatic campaign setup through manual keyword refinement — and includes internal data showing which bidding strategies deliver the strongest return on ad spend during a product's make-or-break first months.

What's Covered

• Advertising traffic cycle — How shoppers discover, click, and convert across on-platform and off-platform placements
• Phased campaign structure — A sequential rollout starting with automatic targeting, then layering in manual keyword and product targeting
• Dynamic bidding data — Amazon research showing "down only" bidding delivers meaningfully better ROAS for new launches
• Placement optimization — Using placement reports to concentrate budget on the highest-converting ad positions
• Listing-advertising feedback loop — How detail page quality directly impacts ad performance and organic ranking

Understanding the Advertising Traffic Cycle

Before optimizing campaigns, sellers need to understand how paid traffic actually flows on Amazon. The cycle begins when a shopper encounters your ad — in search results, on a competitor's detail page, or through Amazon's off-platform network — and clicks through to your listing. Whether that click converts into a purchase depends almost entirely on the quality of your product detail page.

The key takeaway is that advertising and listing optimization form a reinforcing loop. Effective ads generate traffic, strong listings convert that traffic into sales, growing sales velocity lifts organic ranking, and better organic positioning gradually reduces your dependence on paid spend. Sellers who treat advertising and listing quality as separate efforts miss this compounding dynamic.

Building a Phased Campaign Structure

Amazon recommends a sequenced approach rather than launching every campaign type at once. The framework starts with automatic targeting campaigns activated as soon as a new ASIN becomes buyable. These campaigns let Amazon's algorithm match your product to relevant search terms and complementary listings, generating the keyword performance data needed for the next stage.